FpA NorCal Speech
-
Upload
simon-mainwaring -
Category
Marketing
-
view
115 -
download
2
Transcript of FpA NorCal Speech
![Page 1: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/1.jpg)
FPA NorCal Conference Simon Mainwaring Founder, We First May 27, 2015
©2015 We First Inc. 1
![Page 2: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/2.jpg)
2 ©2015 We First Inc.
First, the world we live in.
![Page 3: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/3.jpg)
Every company, brand and marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world.
©2015 We First Inc. 3
![Page 4: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/4.jpg)
Culture has changed…
– Climate change – Wealth inequality – Water scarcity – Over-population
-Environmental damage
– Loss of biodiversity – Gender inequality – Healthcare costs
Marketing has changed… – Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data – Internet of Everything – Wearables
Consumers have changed…
– Media-savvy – Well-informed – Socially-conscious – Hyper-connected
– Consumer activists – Mobile focused – Values-driven – Always on
©2015 We First Inc. 4
![Page 5: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/5.jpg)
Shift from Me First to We First branding. ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
©2015 We First Inc. 5
![Page 6: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/6.jpg)
The business case for purposeful storytelling. ©2015 We First Inc. 6
![Page 7: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/7.jpg)
Edelman, 2015 ‘Trust Barometer Report’ ©2015 We First Inc. 7
Building brand trust.
![Page 8: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/8.jpg)
2015 Deloitte ‘Core Beliefs & Culture Survey’
Value-add: Purpose builds culture. Data: Culture drives employee engagement & productivity.
8 ©2015 We First Inc.
![Page 9: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/9.jpg)
Consumer preferences.
Nielsen, 2014 ‘Doing Well By Doing Good Report’ ©2015 We First Inc. 9
![Page 10: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/10.jpg)
Consumer mindset shift.
©2015 We First Inc. 10
![Page 11: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/11.jpg)
©2015 We First Inc. 11
1. Purposeful storytelling.
![Page 12: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/12.jpg)
Social storytelling.
How well you tell your story determines how well consumers share your story.
©2015 We First Inc. 20
Story transcends technology.
You must define a story worth telling to be a brand worth sharing.
![Page 13: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/13.jpg)
1. Own a fundamental human property.
30
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2015 We First Inc.
![Page 14: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/14.jpg)
2. Declare your mission and values.
14 ©2015 We First Inc.
![Page 15: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/15.jpg)
In today’s social business marketplace, brands no longer show our separation or differentiation,
but our connectedness to values.
15 ©2015 We First Inc.
![Page 16: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/16.jpg)
3. Be specific - sustainability.
16 ©2015 We First Inc.
![Page 17: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/17.jpg)
Simplicity is compressed complexity.
17 ©2015 We First Inc.
![Page 18: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/18.jpg)
B2C company/product brand alignment.
18 ©2015 We First Inc.
![Page 19: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/19.jpg)
B2B company/product brand alignment.
19 ©2015 We First Inc.
![Page 20: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/20.jpg)
A company promise is a way of being internally…
20 ©2015 We First Inc.
![Page 21: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/21.jpg)
And externally.
21 ©2015 We First Inc.
![Page 22: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/22.jpg)
©2015 We First Inc. 22
Ameriprise Financial. More within reach.
![Page 23: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/23.jpg)
©2015 We First Inc. 23
Ameriprise Financial. More within reach.
![Page 24: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/24.jpg)
©2015 We First Inc. 24
Ameriprise Financial. More within reach.
![Page 25: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/25.jpg)
KEY TAKEAWAY The future of profit is purpose.
25 ©2015 We First Inc.
![Page 26: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/26.jpg)
KEY QUESTION What fundamental property does your brand own?
26 ©2015 We First Inc.
![Page 27: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/27.jpg)
27
2. Community architecture.
©2015 We First Inc.
![Page 28: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/28.jpg)
Consumers driving story.
The first decision of a consumer is do they want to be part of your story.
28 ©2015 We First Inc.
To inspire participation, the consumer must be the hero of your story.
That story isn’t static but must evolve and mature.
![Page 29: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/29.jpg)
1. Consumers build brands.
29 ©2015 We First Inc.
![Page 30: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/30.jpg)
2. Encourage co-authorship and co-creation.
30 ©2015 We First Inc.
![Page 31: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/31.jpg)
3. Celebrate consumers.
31 ©2015 We First Inc.
![Page 32: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/32.jpg)
Celebratory storytelling.
BRAND
32 ©2015 We First Inc.
![Page 33: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/33.jpg)
BRAND
50
Self-directed storytelling.
©2015 We First Inc.
![Page 34: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/34.jpg)
©2015 We First Inc. 34
Sound Stewardship (formerly Syverson & co.)
![Page 35: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/35.jpg)
Story arc.
35 ©2015 We First Inc.
![Page 36: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/36.jpg)
Engagement tactics.
36 ©2015 We First Inc.
![Page 37: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/37.jpg)
©2015 We First Inc. 37
Empire Wealth Strategies.
![Page 38: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/38.jpg)
Engagement upgrades.
38 ©2015 We First Inc.
![Page 39: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/39.jpg)
Self-sustaining community.
39 ©2015 We First Inc.
![Page 40: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/40.jpg)
©2015 We First Inc. 40
Purposeful Planning Institute.
![Page 41: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/41.jpg)
KEY TAKEAWAY A brand must be the chief celebrant, not celebrity,
of its consumer community.
41 ©2015 We First Inc.
![Page 42: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/42.jpg)
KEY QUESTION What consumer benefit will your brand celebrate?
42 ©2015 We First Inc.
![Page 43: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/43.jpg)
43
3. Cultural leadership.
©2015 We First Inc.
![Page 44: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/44.jpg)
PEOPLE RISE TO THE CONVERSATION YOU GROW AROUND THEM.
44 ©2015 We First Inc.
![Page 45: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/45.jpg)
Sustainable Mass Transportation.
©2015 We First Inc. 45
![Page 46: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/46.jpg)
CULTURAL CONVERSATION 2
46 ©2015 We First Inc.
![Page 47: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/47.jpg)
Starbucks – Shared Planet Leadership.
47 ©2015 We First Inc.
![Page 48: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/48.jpg)
60 ©2015 We First Inc.
Anti-discrimination
![Page 49: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/49.jpg)
Mission-Led Culture, Marketing & Sales.
49 ©2015 We First Inc.
![Page 50: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/50.jpg)
©2015 We First Inc. 50
New York Life – Keep good going.
![Page 51: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/51.jpg)
©2015 We First Inc. 51
![Page 52: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/52.jpg)
©2015 We First Inc. 52
![Page 53: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/53.jpg)
©2015 We First Inc. 53
Ken Jacobs, CFP
![Page 54: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/54.jpg)
The goal is to transcend your products, service, and category to positively shape culture.
60 ©2015 We First Inc.
![Page 55: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/55.jpg)
55 ©2015 We First Inc.
Are we consuming too much?
![Page 56: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/56.jpg)
56 ©2015 We First Inc.
Can we help more people?
![Page 57: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/57.jpg)
57 ©2015 We First Inc.
Can we treat the planet better?
![Page 58: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/58.jpg)
CVS Health launches national quit smoking platform and campaign.
Intel CEO challenges entire industry to become ‘conflict mineral free.’
58 ©2015 We First Inc.
The evolution of revolution is contribution.
![Page 59: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/59.jpg)
KEY TAKEAWAY Be a mission with a company, not a company with a mission.
59 ©2015 We First Inc.
![Page 60: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/60.jpg)
KEY QUESTION What cultural conversation will your brand lead?
60 ©2015 We First Inc.
![Page 61: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/61.jpg)
Key takeaways.
3. Be a mission with a company, not a company with a mission.
©2015 We First Inc. 20
1. Recognize that the future of profit is purpose.
2. Be the celebrant, not celebrity, of your client community.
![Page 62: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/62.jpg)
62 ©2015 We First Inc.
![Page 63: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/63.jpg)
Stories write our future.
63 ©2015 We First Inc.
![Page 64: FpA NorCal Speech](https://reader034.fdocuments.net/reader034/viewer/2022042701/55b28106bb61eb8d508b4575/html5/thumbnails/64.jpg)
Q&A
Thank you!
©2015 We First Inc. 64